19.3 per cent of younger consumers bought
more clothing during lockdown!
Though apparel became the retail sector’s worst hit category
right since the beginning of COVID-19 and more so during the
lockdown period, GlobalData has revealed that 19.3 per cent
of global shoppers aged between 16 and 44 have, in fact,
bought more clothing since the start of the outbreak.
The figure looks all the more overwhelming considering that
there were hardly any social events to attend during this
On the other hand, a mere 7.4 per cent of consumers aged 45
and above indulged in buying fashion during the said period,
Pippa Stephens, Associate Retail Analyst, GlobalData,
asserted that consumers from the 16-44 age group had always
been involved in online shopping at a higher rate even
before coronavirus hit the world.
He further opined that this category of shoppers indulged
more in browsing fashion portals to keep themselves occupied
during lockdown that demanded them to stay home.
“Online clothing purchases have also served as a treat, and
helped to uplift younger consumers’ moods throughout the
pandemic, especially for those that have continued working
and have had more disposable income, due to cancelled
holidays and social activities,” Pippa added.
This clearly comes across as a ray of hope for retailers, as
now that there has been relaxation in the lockdown
restrictions, they are likely to experience a surge in
demand from the younger consumers.